South African Tourism (SA Tourism), the official tourism marketing arm of the South African government, has appointed Accenture Song as its Public Relations agency of record following a competitive tender process. This three-year partnership will harness Accenture Song’s expertise in communications, innovation, and technology to enhance SA Tourism’s global brand reputation.
Leveraging research-driven insights and cutting-edge technology – supported by the global digital might of Accenture – Accenture Song will deliver a communications approach that drives material results for SA Tourism – and South Africa.
As a key driver of economic growth, tourism in South Africa is expected to grow at an average rate of 7.6% annually over the next decade, contributing over R554.6 billion to GDP and creating more than 800 000 jobs by 2032. Accenture Song’s research-driven approach, combined with its digital and creative capabilities, will support SA Tourism’s mission to position the country as a top global destination for leisure, business, and events.
‘Tourism is not just about driving GDP growth, it’s about creating sustainable jobs, fostering transformation, and ensuring that all South Africans benefit from the economic and social empowerment the sector brings,’ said SA Tourism CMO Thembisile Sehlolo. ‘Accenture Song’s ethos and capabilities are a natural fit for this mission. With its proven ability to combine imagination, technology, and intelligence, Accenture Song will help us inspire global audiences and unlock new opportunities nationwide.’
‘We are thrilled to partner with SA Tourism to showcase South Africa as a premier travel destination,’ said Moagi Bodibe, Managing Director of Marketing at Accenture Song. ‘By combining industry knowledge, data-driven insights, and an understanding of global and local trends, we aim to develop innovative strategies that resonate with diverse audiences. Together, we will craft compelling stories that highlight South Africa’s unparalleled beauty and experiences while amplifying tourism’s role in economic growth, job creation, and transformation. As proud South Africans, it’s an honour to collaborate with SA Tourism to share our nation with the world.’
Mandy Kojetin, Practice Head: Earned Media at Accenture Song, said, ‘Our strength lies in the unmatched synergy of our seasoned, award-winning Earned Media professionals, the cutting-edge expertise of Accenture Song, and the Public Sector team’s strategic insights. This collective depth of talent and experience equips us to navigate complex challenges and craft winning solutions that truly resonate’
ACCENTURE SONG
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